How Cheques Now grew purchases +44% by guiding confused buyers to the right product

Print & Cheques Now Inc. is a leading Canadian supplier of laser and manual cheques, envelopes, and secure banking supplies for businesses and individuals. With over three decades of experience, the company has built a strong reputation for affordability, security, and reliability, serving over 14,000 clients across Canada, including brands like RE/MAX, Coldwell Banker, A&W, and Four Seasons.

Operating in the financial documentation sector, ChequesNow specializes in CPA-compliant cheques with enhanced security features such as holograms and heat-sensitive ink. Its online storefront lets customers order customized financial documents quickly and securely, blending traditional finance with e-commerce.

While Print & Cheques Now Inc. offered a wide variety of cheques and related products, many users arriving on the website didn't know which product was right for them. Laser cheques or manual cheques? Personal or business? Binders, deposit slips, or just envelopes? Despite strong traffic and a reputation for value, visitors were overwhelmed by similar-sounding options and a dense navigation menu.

• Friction in early-stage discovery, where users could not confidently select the right product
• Drop-offs before key decisions, especially when users weren't sure which product matched their software or banking needs
• Lower-than-expected conversions, even among highly relevant traffic segments

The team needed a way to remove confusion and guide visitors smoothly through the buying journey, without redesigning the entire site.

To tackle the confusion around product selection, Print & Cheques Now Inc. partnered with Pathmonk to turn its website into a guided, intent-driven experience that adapts in real time to each visitor's behavior. Instead of overwhelming visitors with too many similar options, Pathmonk introduced microexperiences that helped users find exactly what they needed, faster and with confidence.

The smart product selector segments visitors into Cheques, Cheque-Related Products, and Envelopes from the first click

Pathmonk also resurfaced relevant content based on each prospect's journey stage, such as a short, friendly welcome video that highlighted key value points. This humanized the experience and set clear expectations from the start, especially helpful for first-time buyers.

Customer testimonials shown contextually at key decision points

A short welcome video introducing the brand to first-time buyers

Cheques Now chose Pathmonk over more traditional CRO tools such as Dynamic Yield, ContentSquare, Mutiny, Drift, Gong, or ClickFunnels for a few reasons: a risk-free one-month free pilot, speed to value with no dev dependency (installed via GTM in minutes, learning from visitor behavior immediately), a fast setup that integrates cleanly with existing systems, and fully cookieless technology that respects privacy regulations.

ChequesNow.ca achieved a significant uplift from its financial e-commerce site, without increasing ad spend or redesigning a single page. Conversion rate rose from 3.55% to 5.11%, a +44% increase, and across all website traffic Pathmonk contributed an uplift of +180 additional conversions, for a total of 834 during the test period.

The lift showed up across the entire buying journey, with Pathmonk outperforming the unexposed traffic at every stage.

The results inside Pathmonk: conversion lift measured across every stage of the funnel

With the product selector, testimonials, and welcome video proving their value on a segment of traffic, the next step is to extend the guided experience to more of the site's visitors. Pathmonk estimates a further +287 conversions if the personalization were rolled out to all traffic segments, giving the team a clear, data-backed case for scaling.